maconda supports Hannover Finanz in its investment in Moos, the leading bakery chain in Central Hesse
maconda News June 2018
Hannover Finanz, a growth investor specializing in the Mittelstand, has acquired a stake in Moos, the regionally leading bakery chain from Aßlar near Gießen. maconda accompanied the transaction preparations with an analysis of the market for bread, baked goods, and snacks. In addition, maconda consultants, experienced in the baking industry, surveyed the regional competitive environment of the bakery chain.
No small rolls are baked here: With a dense network of over 65 locations, Bäckerei Moos, founded in 1986 by the shareholder of the same name, is one of the most successful bakery chains in the greater Gießen area. Three different branch concepts invite customers to taste the fresh baked goods: shop, seated café, and bistro. Whether at individual locations or in the checkout areas of food retail stores: a large selection of different product groups is available for sale. The focus is on traditional breads and small baked goods; the assortment is supplemented with fine baked goods and snacks, among other things.
Hannover Finanz commissioned maconda with a Market Due Diligence as part of the planned investment. For this purpose, the team of the Cologne consulting boutique conducted a comprehensive market and competitor analysis of the bakery industry: The consultants evaluated a large number of chain bakeries within the core region and in adjacent regions. In addition, maconda analyzed the importance of different competitive systems. In addition to local bakeries and regional bakery chains, the analysts also assessed the current and future market relevance of food retail bake-off stations. To identify differences in service quality, product range, and branch concept, the maconda team also visited various branches of other bakeries.
The market for bread and baked goods is characterized by ongoing market consolidation; consumer purchasing behavior is also undergoing fundamental changes. With the help of market interviews, among other methods, the maconda team investigated the effects of industry-specific trends: these are primarily the increasing snack culture, increased out-of-home consumption, and more and more convenience products.
For the Market Due Diligence for Bäckerei Moos, the maconda team was able to draw on a wealth of experience from numerous successfully completed projects in the baking and food industry, as well as in retail and chain restaurants. Result: The transparency created by maconda’s market analysis provides Hannover Finanz with a valuable basis for tackling the further growth of the bakery chain and securing its succession.
maconda further expands its expertise in the bakery trade
Over the past few years, the maconda team has acquired comprehensive know-how in the bakery trade. The consultants from Cologne have successfully completed various projects in the baking industry: these included several Investment Checks and Commercial Due Diligences, as well as strategy and implementation projects.
Intensive industry experience: Local traditional bakeries | Regional and Germany-wide bakery chains | Front-of-store bakeries | Self-service/discount bakeries | Manufacturers of industrial baked goods | Snack and convenience specialists, including fresh products, baking ingredients, and frozen snacks | food retail | chain restaurants and quick-service chains with café concepts | Retail